Apple breaks 12-year tradition

According to MacRumors , 2023 is the first year the company has chosen not to launch a new tablet in an entire calendar year since Steve Jobs introduced the first iPad in 2010. Since its initial launch, the iPad has quickly become an important product for Apple and has led the company to lead the tablet market, releasing at least one new model every year.

Recently, "apple" has released up to 4 new iPad models each year, from 2020 to 2022. The most recent iPad launch took place in October 2022. The only iPad hardware released in 2023 is the Apple Pencil using a USB-C connection.

2023 marks the first time Apple won't launch a new iPad

The 2023 disruption is notable and could signal a new direction for the device. Unlike the iPhone, the iPad has become less of a necessity for frequent upgrades as it has become more advanced and widely used. This shift in consumer behavior may have prompted Apple to reassess its tablet strategy, focusing on more impactful, less frequent hardware updates.

Furthermore, Apple is also facing the increasing complexity of the iPad line and questions surrounding the direction of the iPadOS operating system. By not releasing a new version for a year, Apple may be planning to reshape the product line with a clearer purpose in the future.

Analysts previously predicted that 2024 would be a big year for the iPad line, with hardware refreshes expected for the base, iPad mini, iPad Air, and iPad Pro. Along with rumors of a 12.9-inch iPad Air, analysts said that this year could see Apple launch up to six iPad models. The iPad Pro is expected to feature at least 12 new technologies such as an OLED display, an M3 chip, and a new keyboard accessory that makes the device more laptop-like.

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